Development of the Tourist Value of Greater Sochi: communicative aspect

The object of the study is recreational and tourist complex city Sochi (Big Sochi), subject includes tools for developing potential this city. Based on statistics, analytical materials research organizations indicators rankings, authors systematize attractiveness Krasnodar Krai. It has been revealed that rimebeing financial investment instruments remain key with relatively low involvement local population businesses, and, until recently, little information support existing federal, municipal programs initiatives. Though in last 10 years development resort remained at a fairly high level showed positive dynamics due to popularity Olympic Games, later reduction opportunities foreign holidays Russian tourists pandemic, further sanction restrictions travelling, it seems be an obvious necessity develop actual identity region, as well elaborate clear comprehensive promote competitive advantages territory. This assumption based understanding territory totality all available resources means their activation, including recognizable brand adequate region Greater internal external audiences. Given historically symbol summer sanatorium-resort therapy, truly unique natural cultural location, taking into account analysis methodological framework international practice carried out by authors, approach rational justified.